B2B sales: How to sell to corporate businesses

When we talk about selling, most advice centres on consumers. But what about the business-to-business (B2B) market – where your customers aren't individuals, but companies?

If you run a small business and you're not tapping into B2B opportunities, you could be missing out on a huge market. In the UK alone, B2B turnover is valued at over £5.5 trillion a year and supports more than 10 million jobs.

For small businesses, the opportunities are substantial – often more stable, longer-term and higher-value than consumer sales.

This blog breaks down how to sell your products or services to other businesses using 10 practical, tried-and-tested tips.

1. Define what you want from your business

Before you start marketing to other businesses, you need a clear vision. Do you want to build a high-growth company? Or, are you looking to balance work with family life and build something more flexible?

Understanding what success looks like for you will shape:

• the sectors you target

• the clients you approach

• how you position yourself

Your vision also connects to your mission, values and purpose – elements that help you communicate your story effectively to potential clients.

What to do now: Write down your business goals. Are you targeting local businesses? Big-name clients? Build a strategy around that vision.

2. Understand and research your sectors

The B2B market is broad. Just because you're good at something – say, baking – doesn't mean there's only one type of customer for it. You could cater to corporate offices, supply event caterers, offer luxury goods to retailers or train other bakers.

Use macro-level (industry trends), meso-level (specific sectors) and micro-level (individual companies) research to identify potential markets. Match them to your personal goals and business strengths.

What to do now: Identify three sectors where your service fits. Use library databases, industry bodies and the British Library Business & IP Centre (BIPC) to conduct research.

3. Choose your target market: Public sector, private sector or both?

Public sector sales are more structured, with formal procurement processes. You'll find opportunities through:

• Find a Tender

• Contracts Finder

• local authority portals

• Delta Supply Chain – although this is used more by larger infrastructure projects

Private sector sales are often quicker and less formal. You might reach decision-makers through a LinkedIn message, a referral or a well-timed call. Each has its own challenges and benefits.

What to do now: Research which sector better matches your offer and resources. If you're targeting the public sector, review past awarded contracts to understand requirements.

4. Identify your ideal target organisations

Rather than casting a wide net, focus on companies where your product or service will have the biggest impact.

For example, you might target engineering firms in London with 10 to 50 employees – large enough to afford your services, but small enough to value your flexibility.

What to do now: Define your ideal client in terms of location, sector, size, budget and values.

5. Know who the decision-makers are – and what they care about

You can't market to everyone. Identify the roles within your target companies who have decision-making power – whether it's operations managers, procurement leads or managing directors.

Find out what their biggest pain points are. What are they struggling with? What would success look like for them? Use this insight to shape your message.

What to do now: List the job titles that your buyers commonly have. Then map their challenges and how your business solves them.

6. Understand and articulate what makes you different

Your value proposition is what sets you apart.

• Do you have deep experience of the sector?

• Do you provide outstanding aftercare?

• Do you deliver faster, cheaper or more creatively?

Ask colleagues or clients what three words describe you best. The feedback could help you shape your messaging and brand.

What to do now: Draft your unique selling proposition (USP). Test it by asking clients or mentors for feedback. Capture real metrics to back it up.

7. Master LinkedIn and make social media work for you

LinkedIn is the powerhouse of B2B marketing. You can use it to:

• research companies and staff

• understand what your prospects care about

• build credibility by commenting on posts

• share your insights to grow your profile

Company pages are useful, but personal profiles get more reach. And you don't have to post daily – just start by engaging with others.

What to do now: Update your LinkedIn profile, set a weekly schedule to engage with posts and share something relevant once a week.

8. Develop strong credentials and case studies

Social proof is key. Businesses want evidence – past projects, testimonials, data.

Create a bank of credentials that highlight how you solve problems. Explain the "how" behind your process and include numbers if possible (for example, time saved, budget met, KPIs exceeded).

What to do now: Write two or three case studies. Include the challenge, your solution and measurable results.

9. Proactively find the work you want

Don't wait for work to come to you. Use a range of channels to find opportunities:

• Tender portals (Find a Tender, Contracts Finder)

• Referrals from past clients and peers

• Facebook and LinkedIn groups

• Freelance networks

• Email outreach and newsletters

Let people know what you offer and when you're available. Don't be afraid to follow up.

What to do now: Set up alerts on Contracts Finder. Write a short, friendly email to 10 contacts telling them what you're offering.

10. Don't wait for perfect – just start

The most important thing is to take action. Try a sector. Post on LinkedIn. Submit a proposal. Not everything will land – but that's okay. The opportunities are there for the taking – you just have to go for them.

What to do now: Choose one tip from this list to implement this week.

In summary

Selling B2B isn't just for big players. SMEs can – and do – win valuable business by understanding their strengths, doing their homework and building relationships.

The key is to be strategic, proactive and consistent. And if you're willing to put yourself out there, there's no reason your business can't secure its share of the UK's £5.5 trillion B2B market.

People also viewed

• From local to national: Teaming up with strategic suppliers

• Winning work with government: How to break into public procurement

• Lunch and Learn: Joining supply chains and mastering public contract bids

Your next big client could be the UK government

Learn how to find and bid for contracts that suit your business. Register with Supply Connect to get started. Get started today